The unprecedented rise of population with increasing energy consumption has necessitated the stabilization of dwindling energy resources to secure the provision of energy. Electricity production and distribution through smart grids is a key component in delivering reliable, efficient, and low-carbon energy for a sustainable development of the society, and to meet the growing demands of electricity. Smart electricity grid is a complex system of systems that requires sophisticated collaboration tools and intelligent techniques with active participation from all its connected users. A dynamic role and a pro-active participation of consumers and societies with the integration of distributed energy resources are highly anticipated for the long-term sustenance of these grids. This paper discusses and identifies key determinants of the demand side sustainable collaboration in a smart way (resulting as what we address as smart energy demand) through the involvement of pro-active consumers.